Rated 4.14 out of 5 stars
Most Helpful Positive Review I'm in shock
I wear Mac 45/47 for reference. I've tried the cc creams from It Cosmetics and I fell between two shades. One made me look ready for the grave and the other was way too dark. I am ok with mixing drugstore/inexpensive foundations to a certain extent but not pricier ones so I returned both. I heard that this was getting very good reviews and I was skeptical. It must be the loyal it cosmetics crew hyping this up. I thought. Y'all know who you are. I decided to try it since I can always return if it doesn't work. I wasn't sure if I was going to be 42.5,43,44, or 45. I checked YouTube for people who were close to my skin tone and there was only one. The sales associate helped me narrow down my options based on undertone so I got 44 which I would say is closer to nc47. The match was really close and honestly I am good with this one. I'm not sure who created this in the lab but job well done. This is a foundation that makes you look like a better version of yourself. I can't speak to how it wears under a mask but I can definitely see wearing it for video meetings and as an everyday foundation. Go out and get it.
Most Helpful Critical Review Too oily for me
I really wanted to love this. But I just couldn't. The first day I tried it, it was great. Every day since for some reason it's made me look greasy and you can tell I have foundation on. It doesn't look good. I also set my foundation pretty well with my KVD setting powder. Also noticed my pores seemed to be so clogged and my acne was more inflamed while using. Even bought the brush they recommended to use with it. Have used it with my Almay TLC foundation and it works well. So I plan on keeping that. But will have to return the foundation. I was looking for something lighter weight with a somewhat dewy natural look yet still good coverage and good for your skin. This seemed perfect. But my skin does not like it at all. For shade reference, I wear Ivory in Almay TLC and chose the lightest shade for the IT Cosmetics foundation. It was a perfect match.
Reviewed by 160 customers Love this!
Jaydub from Wooster Ohio
I had watched all the reviews on YouTube and decided to try it. It lived up to everything that was promised.
This foundation goes on smooth and doesn't look cakey. It covers my pores and wears long enough for me which is about 8 hours. Looks good with or without a primer. Love Love Love it!
Katherine from Virginia
This foundation literally is "my skin but better." It looks like I have no makeup on yet my skin is so smooth! Not cakey at all. It's also buildable for times when I want more coverage. I'm obsessed!
I will never purchase this again.
Cassidy from Philadelphia
The shade was perfect for me I never had a foundation that was the closest to my skin tone before but that's unfortunately the only pro I have. The foundation looked like velvet on my skin it made me breakout and worse it didn't even cover the breakout it was giving me.
A New Favorite!
Rebecki from California
I am really pleased with this foundation! It's lightweight, blends easily and has no fragrance that I can detect. It also seems easy on my skin--I haven't noticed any breakouts or irritation. It does smudge a little (without setting spray) so I would recommend using setting spray if necessary, and maybe a little powder in places where it might show creases (for me, that's under my eyes). I used my fingers and a beauty blender to apply, but I am also going to try blending with a brush and see how that works out. Coverage is light/medium; I haven't tried to apply it heavily but I don't think it's intended for full/heavy coverage.
I'm also really happy with the color, especially since I bought it online and didn't see the shades in real life! This one's a keeper and I will be repurchasing when the time comes!
Dry skin beware
Muchamel from Portland, Oregon
I tried this product on 3 different days and each time I had difficulty with it appearing chalky. My skin is dry so I believe this product would perform better on combo to oily skin.
meglee from New York
I wanted to love this so bad after hearing so much hype. Unfortunately this clings to every dry patch (ones I didn't even know I had) and won't seem to stay on my nose or between my brows. Also, the "radiant finish" everyone raves about turned out to be a matte finish with straight up glitter particles. I can't imagine how so many people find this flattering! It looks like I smeared gliterring highlighter all over my face. Giving it 2 stars instead of 1 simply because once on the skin it really feels like you have nothing on which is lovely. But can't get past the glitter and dryness. This one is going back.
Very happy with the way this looks and feels.
Vik Lyn from Avon, In
Very light weight. Feels great on your skin.
Simplybecky81 from Charlotte
It's been 4 days using this foundation and I have notice a difference on my skin. I've been battling major acne since Covid and have tried numerous skin care and foundations. Decided to give this a try and I'm so amazed. I think I found my holy grail. I do wish they had a matte version.
Fifty something from Arizona
I used to use the CC cream but it felt a bit heavy. This provides great coverage and doesnt rest in the fine lines. Totally recommend this product.
Could be good, didn't work for my dry skin
Kellie from South Dakota
I picked this up thinking it would have a bit of a dewy finish. It dries down to more of a powder finish. I have normal to dry skin, and it has been running on the dry side as of late. I'm in my mid 30s, and have some forehand creasing, which usually isn't bad unless I get the wrong foundation. This foundation seemed to emphasize creasing on my forehead, which always makes me look older; it looked a little dry. I took it back and picked up an Anastasia foundation instead, which worked better, although I still prefer Make-up Forever HD. I think someone with normal or more of an oily skin type may love this. It just didn't work for me.
This is the best foundation I have ever bought.
Sande from Peoria, AZ
Actually got comments on how nice the foundation looks.
Perfect to wear under a mask
Crystalx from Texas
I love IT products in general, and this one really suits my skin color (when SO many other foundations are either too light, too orange, etc.) I even selected the color online & it is perfect. The formula has great coverage without being too heavy, which is great when wearing under a mask (since heavier makeup is very visible when rubbed off by a mask!). The only drawback is that a fell asleep without washing it off (terrible, I know), and got cystic chin acne, but this normally happens when I fall asleep in heavier foundation. So, I don't recommend falling asleep in makeup, in general. I'll continue wearing this IT foundation, for sure, I love it. It's also not noticeable when you only put foundation on the portion of your face that's not covered by your mask (I know I'm not the only one who's done this on a quick grocery run!).
Becky from Scottsdale, AZ
I switched over from the CC cream to this and absolutely love it :) Still full coverage but much lighter weight.
I just love it, feel so natural looking.
Elenisa01 from New Jersy
My face looks so natural looking lol le I don't have nothing on it, I literally love this.
JannV from Saratoga Springs Utah
Loving this foundation. It has a smooth and natural look. It has coverage and it doesn't look dry in your face.
Lightweight and Natural
Lisa from Raleigh, NC
My skin is slightly red in the cheeks and this layers very well. I loved the CC cream, but was looking for something a bit lighter weight and this definitely fits the bill! I love it and so far my skim has been looking better and better with daily use.
Chrissy from Chula Vista
This foundation is my new holy grail, got it on sale just yesterday and wore it the same day all night from 5-2am and stayed on! Even around my nose and got so many compliments.
Shelly from Texas
I used their Bye Bye Foundation with SPF a year ago and instantly fell in love. My only issue was that the SPF was beginning to make my skin flaky. I switched back over to Maybelline for a while until my skin improved and in the meantime looking for another foundation. Luckily, I saw this brand was releasing a new foundation and it is AMAZING. My skin went from being dry and just ew to smooth and evened out my skin tone. I struggled trying to find the right product and for my combination skin, this was absolutely perfect. I always get compliments on how my complexion has gotten better and my skin is "glowing." The product isn't heavy either but it does a lot. You really feel comfortable in your own skin and I've actually been able to skip foundation because of this product now. It seriously saved my skin.
Willow08 from Scottsdale, AZ
I had a bad allergic reaction to this product. It made my eyes run terribly and my face felt puffy until I took it off. It also had a very oily finish that I did not like.
The perfect weight/ coverage!
Babs from Los Angeles
Being older, I needed the evening out of a foundation, but hated feeling like it was a mask. This make up feels like me but better!
I would definitely buy again
Sheri T from Longview WA
Never tried it before I loved it I will definitely be buying
Brandee from Marysville, wa
The woman who helped me at the Marysville location was amazing I'm very informational on this product
BEST Foundation Ever!
Celina from Manassas, VA
I never ever write reviews but this product is AMAZING! I've always used drug store products but I wanted something different. Went to Ulta and the lady there gave me this. Such a pretty glow to the skin. Light weight. Perfect for everyday wear. I'm obsessed. I usually don't buy high end but this is definitely worth the buy.
Won't buy again
Darian from Michigan
I've tried no primer, right after a primer, waiting after a primer and each time it has separated from my skin within minutes making it look really blotchy.
Jaden from Ohio
Absolutely terrible foundation. Doesn't sit well on the skin. Tried it on several people and it just didn't compare to any of its competitors. Absolutely would pick any other foundation over this. Especially for the price point. NOT WORTH IT!